November 9, 2021

Trust & UX – How to design for trust in the online environment?

A user has the first contact with your brand through your online presence’s visual or graphic elements. This is the initial engagement point when innovative design keeps the leads alive and terrible design pushes them to irrelevance.  

However, these visual elements need to bring much more to the experience than a good layout. Trust is built on more than just the appearance of a thing. A UX designer’s job should begin long before sketching and remain after the implementation of the design. 

To make a long-lasting product, you must build it on trust. Although a helpful and cohesive product experience is the foundation for creating a sense of trust and contentment, there is a lot more complexity to it.  

This month, we’re celebrating World Usability Day by talking about some of the most critical UX topics—trust, ethics, and integrity. In this article, we’ll go through some tips on building and maintaining user trust with your digital product at different levels of the customer journey.  

Develop an appealing design  

According to Nielsen Norman, when an interface is aesthetically appealing, users are more forgiving of minor usability mistakes. This aesthetic-usability impact can hide UI flaws and prevent usability testing issues from being discovered. In your user research, look for examples of the aesthetic-usability impact by monitoring what your users do and listening to what they say. This means that you need to think about the visual appearance of things at all design stages.  

The perception of your brand is influenced by the graphics you choose and the voice and words you use. To gain your consumers’ trust and support, you must project an image of professionalism and stability

Crowded interfaces prove to be big roadblocks that undermine users’ trust regardless of what a company does. If there is too much information, the user will take a long time to get to the point and will most likely not remember the genuinely relevant things. Choose the proper colors with care to instill a favorable attitude in the consumer regarding your product. A typical example would be to avoid using the color red excessively because it is often linked with failed transactions, spam, and danger. 

Practice consistency throughout your entire communication 

Lack of consistency makes customers suspicious of a brand. Users want reliable interactions that meet or exceed their expectations. Consistency in branding is crucial to the growth of a company’s reputation. It demonstrates to customers that they can count on a brand to consistently meet their expectations and stay loyal.  

Build a cohesive presence on all the channels you use, including your website, app, dashboard, social media, email campaigns, and other activities. Try to unify the tone of voice, use one color scheme, and be straightforward with your designs and messages.  

Show the human side of your brand 

A brand that exists just to produce a return is something that today’s customers despise. While profit is important in sales, users don’t want to believe that generating money is the primary purpose of a company. 

Customers want to get a closer look at the brand they identify with. Use the About us page on your website to show the humans working on your product, avoiding generic descriptions and stock images. Instead, use authentic photos of your team members and design a value-based company page that comes from the heart.  

Emphasize the company’s people with a straightforward About us page, staff bios, and films showing genuine employees. Describe your company’s objective, key beliefs, and why you launched the product in a way that is both interesting and real. The more open you are about why your firm exists, the more probable it is that your consumers will form a genuine bond with the brand. 

Think about all the stages of the customer journey  

Customer centricity is defined as prioritizing your customers’ demands over your own. It’s about creating a product that meets their needs and, as a result, provides them with additional value.  

Understanding your users’ wants, preferences, and emotions is a critical component of UX design. As a result, the business must continually enhance its understanding of its customers and how they engage with its products. That’s why you need to consider all the stages of the customer journey based on the marketing funnel:  

Awareness 

Consideration 

Conversion 

Loyalty 

Advocacy 

Just because a user has purchased something from your company does not mean the experience is completed. There are more procedures to consider, such as shipping, refunds, customer service, and repurchasing.  

You should also consider consumer engagements that happen before someone visits your website, such as your brand presence, SEO and PPC activities, and anything else is available on the internet. Remember to collaborate with your marketing, sales, and customer service teams to learn how consumers discover your product and what their difficulties are. 

Remain transparent at all costs 

According to multiple brand surveys, over 90% of customers feel brand transparency is crucial in purchasing decisions. Customers, empowered by many options and a lot of data, have high expectations regarding brand openness.  

Customers want to know what they can anticipate from you. Being open and honest about your staff, users, traffic, organization motives and ideals, and pricing will help build trust. Make it easy for your visitors to find things on your website/app since they have a limited attention span while looking for information. They can rapidly switch to competition if they offer a better experience. 

Wrapping up 

Trust is a very important emotion you need to think about when it comes to designing for people. In fact, you mustn’t overlook it—trust leads to repurchases, loyal customers, and a better brand reputation. It can make a critical difference in the few seconds when a visitor decides whether to stay on your website or leave. Create sophisticated designs, be consistent and transparent, show emotions, and consider all the customer journey stages to maximize trust with your users.  

If you need UX consulting, don’t hesitate to book your discovery call contact@consulteer.com.